Cancer Research UK Integrated Campaign

by leeshb

I’m really liking the new Cancer Research UK that was launched on Boxing Day. Using the full integrated works across television, press, radio, outdoor and digital, Cancer Research are showing viewers how important their research is and what advances have already been made- in hope for more support for the charity.

Natasha Hill, director of brand and strategic marketing at Cancer Research UK, said: “One day we will beat all cancers, and we’d like everyone to help us make it sooner.”

The TV advert launched on Boxing Day has been beautifully put together by AMV BBDO, entitled “Enemy”. The powerful images of what looks like black ink (Cancer) ruining the pretty colours (Healthy Human Body) shows how important research is in order to beat Cancer. The bold statements used in the ad, “Research has beaten polio” and “Research has beaten small pox”, are a great way to let viewers know how important it is to support the research that is trying to beat cancer, and that it will happen.

There will be another TV advert launched on the 3rd of January will show the advances being made towards treating leukaemia in children.

The print adverts will also follow on from the television advert, using the same bold techniques.

Cancer Research UK Print Ad 2012/2013

Cancer Research UK Print Ad 2012/2013

A social media campaign by agency 33Seconds will also run, using Twitter, Facebook and Pinterest and Digital Short Films have been created by Conran Design Group. All of these elements will contribute in engaging more people and raise awareness about what the charity has done and are doing.

The use of all integrated elements will be good for this campaign, because I think that people often hear “dribs and drabs” about Cancer Research UK but aren’t presented with a full campaign requiring them to take notice.

Agencies: AMV BBDO, 33Seconds, Conran Design Group
Client: Cancer Research UK
Sector: Health/Non-Profit/Charity
Place: United Kingdom

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